 Well, I think there's a couple reasons. The first and foremost is that on university and college campuses, it is presented that having children is a burden. That's number one. Number two, we have told a generation of young women to instead prioritize family formation to go try and become a CEO of a shoe company. And we go through the numbers in this book. There are millions, almost 10 to 12 million, early 30, late 30s,